“Giving your patients information to give to their friends’ works because it stops your patients from having to become “salespeople” for you. This is the biggest mistake most clinics make when asking for referrals – they are asking their patients to do the selling for them. Chances are patients are telling their friends about you, but they often say the wrong things (they talk about what happens and not the outcome you deliver).

Have you ever stopped to consider what people say about what we do? Picture the coffee shop conversation where a past patient is telling someone about you. The inevitable question is “what’s it like”, or “what do they do?”, and if your patient starts to say things like “well, you have to take your clothes off”, “he put his elbow in my back right at the point where it hurt”, or “he stretched my leg into a position it has never been in before”, they’re hardly likely to call, are they? Compound that by how much it costs and they’re very unlikely to call no matter how good your past patient’s intentions are.

They are saying the wrong things, which is why so many patients who tell you that they will “tell everyone about you” fail to get them to come and see you. They are simply saying the wrong things. That’s what this system is designed to stop, therefore significantly increasing the likelihood that the potential patient has an accurate understanding of what you really do. If they have a better understanding of what you do they will make better and more confident decisions to hire you.

So, the solution to more referrals from past patients is to give them information that they can pass along for you. The best part is, you already have it (from what you are using in your attraction ads). Now you just need to create a system whereby a patient’s friend, colleague, or family member can get it from you.

Think about what this would mean for your clinic: having someone who booked an appointment at your clinic today refer someone else to you within a few days from now. It is as close to “two for one” as you can get, and it really is an explosive way of growing your business, on autopilot, with as much leverage as possible, making it significantly easier for you to grow profitably.”

NOTE: If you order it directly from the OFFICIAL WEBSITE (NOT AMAZON), you’ll pay the same price, BUT, I’ll be giving you some incredible bonuses for doing so… When you go to www.paulsmarketingbook.com – choose purchase OPTION 2 to get the very best free BONUSES that will come with your book including my Wealth Marketing DVD program, Free Facebook Ads PDF, and two months worth of the Cash is King Publication and Coaching CD…

…”Let’s move from “offline” to “online”. Facebook advertising is something that I’ve been doing at my practice since the day it became an option, back in 2013.

I’ve since spent in excess of $100,000 on Facebook – and that’s because it works! It is a platform that is difficult to hide from and I don’t know many if any, niches or perfect patients that you wouldn’t be able to find from advertising on Facebook. It’s great for getting leads and raising general awareness of who you are and what you can to do help people.

I primarily use Facebook ads to get leads and build my celebrity status and authority. It is not about selling things or asking people to commit to appointments. It is not about asking for likes or even worrying over things getting shared. It is all about positioning yourself and getting leads that will go through your Nurture System (discussed in chapter 10).

To be clear, what we are talking about here is Facebook’s paid for ad platform. It is NOT about posting status updates and images. It is about paying for your ads to be seen by the people in your target market. And that is what makes Facebook so special and unique. Facebook’s ad platform allows for great targeting so it is very easy to find your perfect patient – you could easily find guys in their 30’s who like to do CrossFit, or ladies in their 50’s who want to be active and enjoy yoga.

If you are in the postnatal back pain or pelvic floor niche, you could very easily find ladies who have just given birth or are about to. You could even talk to middle-aged children who are worried about their elderly parents falling. For all those reasons, Facebook cannot be ignored. I have mainly targeted ladies in their 50’s and above. This allows me to write the message in the ad specifically for that person who are living with a certain type of problem (…an example of one of my best Facebook ads is in your resource kit www.paulgough/resource).

NOTE: If you order it directly from the OFFICIAL WEBSITE (NOT AMAZON), you’ll pay the same price, BUT, I’ll be giving you some incredible bonuses for doing so… When you go to www.paulsmarketingbook.com – choose purchase OPTION 2 to get the very best free BONUSES that will come with your book including my Wealth Marketing DVD program, Free Facebook Ads PDF, and two months worth of the Cash is King Publication and Coaching CD…

“…It makes me laugh when I hear some people in our profession say that healthcare professionals “should not be marketing”, or that “it is wrong to market to patients in pain”. Anyone suggesting this is being ignorant and arrogant as to how marketing actually works.

They live closed off from ever discovering how valuable proper marketing can be in enhancing the relationship you have with your patients. What’s more, these people have completely misunderstood how people really need to be helped (at the point of decision), neither do they understand what marketing actually is.

Clinicians often see marketing as “bad” simply because they think it detracts from the superior skill set (that they think they have); they’ve been brain-washed into thinking that skill set is all that’s required. Their self-worth is often tied to their own perceived level of skill and heaven forbid anyone comes along and is more successful simply by having a better website or marketing message.

The person who thinks that “marketing is wrong” is usually the one who is more concerned about credentials and qualifications (ego!). His head is stuck too far up his own “ass” to ever get it out and see that marketing’s only job is to ensure that those skills, and those credentials, are actually utilized. In that respect, and if you are clinically skilled, marketing is your best friend. And you should be embracing it as the vehicle that is going to put you in front of more people who you can help.

I don’t know about you, but I am in business to help people, and over the years I’ve realized that the only way that I can help people is if they actually know I exist. I know a lot of clinicians with a lot of skills who will not market themselves and as a result, have empty schedules and equally empty bank balances. Do not copy their ignorant ways of thinking about marketing. The fact remains that the company with the best marketing always wins. Besides, all those companies that you consider to be great – how did you hear about them in the first place?…”

NOTE: If you order it directly from the OFFICIAL WEBSITE (NOT AMAZON), you’ll pay the same price, BUT, I’ll be giving you some incredible bonuses for doing so… When you go to www.paulsmarketingbook.com – choose purchase OPTION 2 to get the very best free BONUSES that will come with your book including my Wealth Marketing DVD program, Free Facebook Ads PDF, and two months worth of the Cash is King Publication and Coaching CD…

“The impact that this marketing strategy has had upon my life has reached well beyond just a better, more financially solid business. Not long after I started this type of marketing, I was approached by two local newspapers who asked me to be a weekly health expert in their publication.

Education based marketing is all about giving value and providing people with helpful information about how to make good decisions about their health. And so, when I was writing the ads to promote my clinic, the editors of the local newspapers liked what they saw. The style of the ads (which I’ll teach you in chapter 8, “The Attraction System”), caught the attention of the editors, and two of them approached me and asked me to write weekly newspaper columns on the topic of health.

Ever since then I’ve written weekly newspaper columns in two of the big newspapers in my area (*I have provided an example of these newspaper columns in your resource pack that accompanies this book – get them at www.paulgough.com/resource). This provided, and still provides, free awareness of my clinic, and it also gave me the added bonus of positioning myself as the trusted authority – almost celebrity – healthcare expert in the North East. Imagine how easy it is to attract patients and raise your rates when you have this going on.

NOTE: If you order it directly from the OFFICIAL WEBSITE (NOT AMAZON), you’ll pay the same price, BUT, I’ll be giving you some incredible bonuses for doing so… When you go to www.paulsmarketingbook.com – choose purchase OPTION 2 to get the very best free BONUSES that will come with your book including my Wealth Marketing DVD program, Free Facebook Ads PDF, and two months worth of the Cash is King Publication and Coaching CD…

“One of the reasons that physical therapists struggle to charge higher prices than say, personal trainers, (or even hairdressers in some instances), is because we graduate as generalists. We have been taught to do a “little bit of everything”, and as a result, never really specialize in anything. And that is a problem because specialists are who people seek and ultimately, spend the most money with. Generalists try to help everyone – and get tired and go broke.

Specialists narrow down to a specific target market, they charge more money to provide that specialist service, and as a result, they get rich! What do you want to spend your career doing?

When you get clear on your ideal patient you start the process of becoming a specialist, and because you can start to talk about their specific problems, in the eyes of that perfect patient you are becoming “everything” (rather than a little bit of something to everyone).

At first, it might seem counter-intuitive that you are going to choose to ignore some people and instead focus on a small pocket of people, but what needs to be understood is that if people can’t find themselves in the ad or the marketing message you are putting out, they will ignore it. And that’s a problem because without getting their attention they are not going to take action, and if they don’t take action they will not come and see you.

Sure, there might be 5000 people seeing your ad on Facebook, but if it isn’t talking to someone with a specific problem, and isn’t showing how you can solve it, then no one is noticing it.”

NOTE: If you order it directly from the OFFICIAL WEBSITE (NOT AMAZON), you’ll pay the same price, BUT, I’ll be giving you some incredible bonuses for doing so… When you go to www.paulsmarketingbook.com – choose purchase OPTION 2 to get the very best free BONUSES that will come with your book including my Wealth Marketing DVD program, Free Facebook Ads PDF, and two months worth of the Cash is King Publication and Coaching CD…

“Switching my clinic’s marketing to focus on cash pay patients was liberating for me – to exit the insurance system was easily the smartest and most profitable decision I ever made. I would recommend it to anyone.

However, if you are mostly an insurance-based clinic as you read this, I am NOT suggesting that you immediately end all of the contracts you have with insurance companies. That would be reckless. However, what I am suggesting is that you give at least some thought to the impact that it would have on your business profits if you dropped 20% of the worst payers and replaced $85 reimbursements, (that take weeks to arrive in your bank) with $250 “fee for service” cash pay patients instead who either pay upfront or as they go.

I’ve got Accelerator Method students all over the USA who have done exactly that. Let me introduce you to one of them, Kim Gladfelter of Physio-Fit in San Jose, Ca. Kim’s average reimbursement from the insurance companies was something like $85, and her running costs were something like $82 per hour. It was almost impossible for Kim to sustain running a business on margins so thin. Twelve months after implementing the Accelerator system in her practice, she had dropped many of those crappy insurance companies and swapped $85 reimbursements with cash-pay rates closer to $200 per visit. Not only is Kim significantly more profitable, her practice is seeing fewer patients and she also has a much better cash flow. Win-win.

Now, here’s a key point: it is important to have both profit and cash flow if you want to grow a sustainable business. I know a lot of insurance-based clinics who are “profitable” on paper but never have any money. They are spending it on expenses faster than they are getting paid, living month to month hoping that the big check will arrive on time, sweating that all claims will get approved. All it takes is one screw up by the billing company you hired and you are in the hole, struggling to pay the wages at the end of the month. All of those problems disappear when you are getting paid at the time of service, or even better when you’re paid up front for a 10-session plan of care.

When it comes to building a physical therapy clinic, cash really is “king”.”

NOTE: If you order it directly from the OFFICIAL WEBSITE (NOT AMAZON), you’ll pay the same price, BUT, I’ll be giving you some incredible bonuses for doing so… When you go to www.paulsmarketingbook.com – choose purchase OPTION 2 to get the very best free BONUSES that will come with your book including my Wealth Marketing DVD program, Free Facebook Ads PDF, and two months worth of the Cash is King Publication and Coaching CD…

Paul Gough

He helps small and independent physical therapy clinic owners in America – from Rochester Hills (MI), all the way across to Orange County (CA) - get more new patients without needing referrals from Doctors using direct to consumer Marketing Strategies. He is a published Author, is the owner of 4 PT clinics, a weekly newspaper columnist and before his stunning success in business was hired by professional soccer teams as head PT.

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What Other Physical Therapy Clinic Owners Are Saying

It’s incredible what Paul has accomplished at his own practice... I look forward to
every call I have with him… and learning more and more from him about direct
Marketing my own cash practice.

Aaron LebauerLebauer PTGreenboro (NC) and Lebauer Consulting

Paul is the PT Industry version of “Dan Kennedy”… and his marketing
teachings represents perfectly what all physical therapists must do next to stay alive and
profitable…

Neil SauerFunctional AdvantageFreeland (MI)

Paul shows you how to market a successful business in today's economy and has
completely changed how I market my (hybrid) clinic. If you want to set up a system to market
your practice, I don't think there is a better teacher out there.

Julietta WenzellOcean Therapy CentreWilton Manners (FL)

If you want strategies to help reduce or eliminate your insurance headaches, Paul is the
person to show you how – he has concrete ideas to implement rather than strictly
theory like so many other PT marketing people.

Kim GladfelterPhysioFit Physical TherapyLos Altos (CA)

Paul has the Marketing solution to the changes occurring in the marketplace for private
practice PTs… he is direct, provides clarity and really opened my eyes on the
possibilities for my clinic.

Caren LiebermanThe Physical Therapy StudioStudio City, LA (CA)

Paul’s focus is on the higher, longer term gain for your business, he shows you the
systems that are needed to gain new patients and maintain growth throughout the entirety of
your business.

Jason MillerCentrex RehabilitationHarker Heights (TX)

Paul gave me a marketing plan that is fully automated and helping grow my practice without
relying on marketing to doctors. Even better, I am now able to attract patients that are in
my target market instead of feeling like I have to treat any patient that a doctor refers to
my clinic. Paul is highly informative and very inspiring.

Christine ColonnaCore Balance Physical TherapyGreenwich (CT)

Paul showed me how to raise my prices by implementing a real price strategy at my practice…I
went from charging $95 to $180 almost overnight - with zero resistance - just by
implementing what he told me to do. I’m excited to be working with him and watching my
clinic grow!

Kevin GennrichOverhaul PT,Edina, (MN)

Paul is doing amazing, cutting-edge things in the field of PT marketing – I have no
doubt he’ll soon have more owners wanting to work with him than he can handle…if
you want to grow your PT practice, you have to connect with him fast!

Dr. David WildermanWilderman PT,Delaware (PA)

Almost immediately after hiring Paul he helped me generate more revenue in my business by
changing our internal sales systems and improving the way my team connect with patients. I
look forward to every call I have with him.

To be able to compete against FREE is amazing… the marketing tips, techniques and mindset offered by Paul are absolute gold!

Dr Jarod CarterCash Based PT Owner,Austin (TX)

After a short meeting with Paul, he opened my eyes to the possibilities of what automation
and direct response marketing can do to my business - and I am excited to now be taking my
PT clinic to stratospheric levels under his tutelage.

Andrew VertsonMulti-clinic Owner,Intecore PT,Orange County, (CA)Goal: Open more clinics

In just a few short weeks Paul put a marketing system in place at my clinic that is now
helping me move away from relying on doctor referrals and seeing 30 patients per week, to my
goal of 100 - he will give you good idea, after idea, after idea!

Paul is refreshingly honest, straight-forward and easy to talk to and I love his no-nonsense approach
to direct marketing. You’ll find with Paul that he is up front about what to
expect, and more importantly, he is honest enough to tell you what NOT to expect, as far as
a massive influx of new patients happening by tomorrow. I’ve recommend him to
other PT owners who have been equally impressed with their results.

Dean VolkMulti-clinic ownerVolk PT, Concord, (NC)

Because Paul is a physical therapist from outside of the U.S system, he has not been
indoctrinated in the same, often limiting school of thought as many of us have when trying
to grow our clinics - I’ve found that gives him a distinct advantage as he brings a
fresh perspective to every marketing or sales problem I've ever asked him to
tackle...